📚🚀#GROWTHsnacks: The Two Value Propositions of B2B SaaS

BTL Outcome — Focuses on Features and Benefits

This part of the motion focuses on how your product can solve an already budgeted problem right now, or how it can make the user's life easier and better and help them progress their careers.

ATL Outcome — Focuses on the Need for Change

The ATL buyer has already decided that the status quo needs to change, allocated a budget for this change, and asked the user buyer to execute it. When we understand that it’s the ATL who initiated the buy, we start looking for a different set of outcomes that they are looking to get out of using the product.

The ’Cause and Effect Split’

Rather early on in the sales cycle, there is a split, where the BTL outcomes are no longer the only ones that matter. The ATL outcomes need to be addressed as well — in order to close the deal, or better yet — maximize it.

Bringing BTL and ATL buyers together at the right time is key

By the time you get to the stage where you offer a proposal, you want to make sure that you have had a chance to cover and present both the ATL and BTL value propositions. If you reach this stage without having the ATL on board — it’s going to stall the deal. At this point, the deal is out of your hands; you usually need to negotiate hard for the price to draw the energy your way and hope you get lucky.

How does this concept affect B2B SaaS retention efforts?

If you are in the B2B SaaS business, chances are that you are constantly investing in renewal motions. In this business model, both the BTL and ATL value propositions are being reassessed by customers all the time. They need to decide to buy your product time and time again.



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Shelly Eisen Livneh

Shelly Eisen Livneh


👩‍💻 A Tech Lover👷 Product Builder 📈 Growth & Product Marketing Specialist ‍🎓 An Infinite Learner